Although the literature on International Joint Ventures (IJVs) is already sizeable and steadily growing, there is a paucity of studies on at least four critical issues relating to the growth of IJVs in the South East Asian economies. Firstly, the salient factors influencing the marketing performance of IJVs; secondly, which factors are relatively more important than the others; thirdly, the measurement of the marketing performance of IJVs as opposed to overall business performance; and finally, the importance of marketing orientation to the overall marketing performance of IJVs. This study seeks to fill a part of the gap in the existing literature. More specifically, the research problem involves the identification of the major factors influencing the marketing performance of IJVs in Thailand and the influence of each of the major factors on IJV marketing performance as identified in a structural model.